What are the ingredients of a successful event or a trade show appearance? It's an eye for detail and passion for perfection that ensure that clients and target groups feel that they are being taken seriously. Only then can they respond to the hospitality of the brand. It is not difficult to detect whether serious efforts are being made to woo them. And serious efforts start with the right advertising material. Is it fitting for the occasion? Have the protagonists considered their choice carefully? What is it meant to achieve; what message does it underpin? This Special Feature looks into how well advertising materials slot into the strategic event and trade fair planning. Reminders and boosters can even turn a press conference into an event if they match the overall concept.
 
A passion for perfection is also highlighted in our second main topic: Food. If the catering is not up to scratch, the whole event leaves a bad aftertaste. Food and drink not only provide sustenance for the mind and body, but keep attendees happy. The road to success is to offer products in tune with the spirit of the times, responding to what people want. Economic crisis and busy lives have created a demand for the simple and natural things of life, and that includes what lands on our plates.
Annic Kolbrück